Apple’s marketing includes an intensive strategy based on market penetration, establishment, and product development. These efforts help establish a competitive edge and increase revenue for Apple through intensive efforts that guarantee results (Dave, 2018). Market development entails creating new markets for their products through concentric diversification. Market penetration is another strategy achieved by augmented promotion, enabling the company’s product to gain large sales. Additionally, market development helps establish a larger market share by attracting new customers through product differentiation (Dave, 2018). The company can develop its market through effective communication such as online advertisements. Therefore, product development focuses on product placement which supports specific promotional intent.
Greenwashing describes companies that take advantage of the environmental conservation boom to portray an ecologically responsive image that does not align with their actual practices. For instance, McDonald’s biodegradable packaging was a frenzy that did not qualify as a sustainable alternative since they still use plastic cups to serve hot drinks (de Freitas Netto et al., 2020). Greenwashing is deceitful and not worth liability, considering that it inaccurately depicts a reputable brand that is aware of global issues and is part of the solution while that is not the case. The consumers receive such efforts positively, which helps establish brand loyalty and helps expand to new markets (de Freitas Netto et al., 2020). However, greenwashing can negatively impact the business by destroying consumers’ trust and facing lawsuits for false corporate social responsibility.
The Barriers That Consumers Must Overcome
Conscious consumerism is affected by various challenges, including premium pricing, ineffective marketing, and misinformation, which also contribute to unsustainable consumption. Consumers view environmentally friendly products as expensive, considering that they are customized to meet conservation efforts and have premium prices (Bernard & Parker, 2021). Expensive products make them out of reach for the majority of consumers, and this becomes a hurdle during economic downtown or inflation (Bernard & Parker, 2021). The pricing strategy significantly affects consumer behavior, considering that high pricing reduces purchase power while low pricing increases the units of sale.
Poor advertisement strategies are another consumer barrier that negatively impacts conscious purchases. Effective marketing strategies help communicate product benefits and the benefits of sustainable products when promoting high purchases (Bernard & Parker, 2021). Sustainable products must prove their advantage to promote the purchase, and this is hindered when the marketing strategies fail to convince the target consumers (Bernard & Parker, 2021). Additionally, misinformation or lack of awareness of sustainable options hinders purchasing and actions supporting eco-friendly products.
Solutions to these barriers include reducing premium pricing to ensure that a percentage of average consumers can afford these products. In addition, such efforts will ensure that eco-conscious purchases are increased (Bernard & Parker, 2021). Another significant change process is establishing an effective marketing system to ensure that sustainable products are advertised to promote purchase (Bernard & Parker, 2021). Companies can achieve product promotion through advertisement, public relations, and marketing systems.
Additionally, companies can change misinformation by establishing an advertisement system to enhance consumer awareness of eco-friendly products to develop a better product market. Effective promotional processes enhance behavior change since it establishes the product’s benefit and how conscious consumption supports the conservation of the environment (Bernard & Parker, 2021). Such interventions are integral in supporting better operations and enhancing consumer behavior, awareness, and motivation toward the specific product so that its market is established (Bernard & Parker, 2021). All these efforts help support the adequate flow of information from the organization to the target market audience.
Bernard, M., & Parker, L. (2021). The effect of conscious consumerism on purchasing behaviors: The example of greenwashing in the cosmetics industry.
Dave, J. G. (2018). A Case Study on Marketing Strategy: Apple iPhone. IJRAR-International Journal of Research and Analytical Reviews (IJRAR), 5(4), 106-114.
de Freitas Netto, S. V., Sobral, M. F. F., Ribeiro, A. R. B., & da Luz Soares, G. R. (2020). Concepts and forms of greenwashing: A systematic review. Environmental Sciences Europe, 32(1), 1-12.